B2B sellers who sell on Amazon Business don’t see Prime Day as true prime time for sales.
But many sellers do get a moderate to monumental boost in sales from Amazon Prime Day. The two-day online sales event will generate as much as $14 billion in total U.S. sales, according to Adobe Analytics.
“Prime Day can be important to B2B sellers that are correctly leveraging Amazon Business,” says Brian Beck, managing partner of Enceiba, a firm that helps companies sell through Amazon. “If sellers properly leverage Amazon’s B2B selling tools, they can see rather considerable boosts in sales during this period.”
Amazon Business doesn’t break out specific Prime Day sales. However, the Amazon B2B marketplace is hitting social media and elsewhere with plenty of promotions and deals.
Amazon ranks No. 1 in the Top 1000. The database is Digital Commerce 360’s ranking of North America’s largest online retailers. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database, which ranks the 100 largest such marketplaces by third-party gross merchandise value.
How does Prime Day affect Amazon Business?
A new promotion entices small business owners, qualifying users with a personal Amazon Prime account for Amazon Business Prime Duo. Once they register and verify for a free Amazon Business account, a small business owner can then use their Prime membership for both B2B and B2C online purchases.
“Whether you’re buying for an office of 100 or stocking up for your journey as a small business owner, you won’t want to miss out on a chance to practice smart business buying this Prime Day,” Amazon Business said.
Other Amazon Business promotions for the Prime Day event cater to larger organizations. They may qualify for 30-day to 90-day free-trial memberships. And U.S. members can earn rewards when they purchase specific brands or complete qualifying actions in their account.
“This Prime Day, customers can shop for Amazon private brands products and earn 2% back,” Amazon Business said. “Stack these savings on top of one another, combining 2% back plus returns from completed actions, which can lead to 4%, 6%, or even more.”
First-party and third-party Amazon Business sales during Prime Day
How many sales first-party and third-party Amazon Business sellers can generate from Prime Day varies widely, say ecommerce analysts.
But done correctly, some Amazon sellers generate sales volume during the Prime Day event that is 30% to 75% higher than marketplace sales on an average business day.
“We see a ‘halo effect’ from the B2C side that impacts B2B sellers when they effectively participate in Prime Days,” Beck says. “Remember that B2B buyers on Amazon are also B2C consumers, and Amazon Business is doubling down in 2024 with additional capabilities specifically for B2B buyers. This includes an effort to make it easier for Amazon customers to sign up for business accounts by adding a B2B capability to their personal Prime accounts (called Amazon Duo).
Buy-Rite Beauty is a supplier of furniture and equipment to beauty salons, barber shops and other related businesses. It sells through BuyRiteBeauty.com, Amazon and its physical showrooms. On some Prime Days, sales are lucrative and generate far more transactions than on a typical day, says chief marketing officer Jeff McRitchie.
“Prime Day may not be quite as big for B2B as it is for B2C, but in past years, we have still seen sales spike more than 400% during Prime Day,” McRitchie says. “There are far more buyers in the market, and they are often looking for and expecting deals. Adding additional deals to your items such as coupons or adding a sale price to some of your items can make a huge difference, especially if you can take advantage of the badging opportunities that Amazon provides.”
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